Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers
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sustainability
Article
Why Is Collaborative Apparel Consumption Gaining
Popularity? An Empirical Study of US Gen Z Consumers
Lindsay McCoy , Yuan-Ting Wang and Ting Chi *
Department of Apparel, Merchandising, Design and Textiles, Washington State University,
Pullman, WA 99164, USA; lindsay.mccoy@wsu.edu (L.M.); yuan-ting.wang@wsu.edu (Y.-T.W.)
* Correspondence: tchi@wsu.edu; Tel.: +1-509-335-8536
Abstract: Apparel rental, also known as collaborative apparel consumption, has created an innovative
and popular business model, providing consumers with the ability to focus on using their products
instead of ownership. Recent surveys show that sustainability is driving demand and customer
loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the
emerging popularity of apparel rental services among Gen Z consumers who are becoming a major
driving force for retail growth and the sustainability movement, this study aimed to identify the
factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible
responses were gathered via a questionnaire survey. The psychometric properties of the proposed
model were examined, and the multiple regression method was applied to test the hypotheses.
Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion
leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude
plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership,
need for uniqueness, and their intention to use apparel rental services. The proposed research model
exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use
Citation: McCoy, L.; Wang, Y.-T.;
intention toward apparel rental services.
Chi, T. Why Is Collaborative Apparel
Consumption Gaining Popularity?
Keywords: apparel rental service; use intention; Gen Z consumers; collaborative consumption;
An Empirical Study of US Gen Z
sustainability
Consumers. Sustainability 2021, 13,
8360. https://doi.org/10.3390/
su13158360
Academic Editor: Marc Lim 1. Introduction
The fashion industry, particularly fast fashion, is known for being a primary contribu-
Received: 4 June 2021 tor of textile waste and pollution globally [1]. Fast fashion is defined as low-priced apparel
Accepted: 24 July 2021 products that mimic current luxury fashion trends, and are produced and delivered to
Published: 27 July 2021 consumers within a short lead time [2]. The popularity of fast fashion has promoted the
throwaway lifestyle and contributed to the environmental crisis [3]. The volume of apparel
Publisher’s Note: MDPI stays neutral that Americans throw away each year has doubled in the last 20 years. In 2018, approximately
with regard to jurisdictional claims in 17 million tons of textile waste ended up in landfills or incinerators in the US [4,5].
published maps and institutional affil- Nowadays, many consumers purchase apparel purely for aesthetic or expressive needs,
iations.
rather than for function, due to such fast-changing trends and advertising, sometimes
even beyond their financial capabilities or actual needs. Ownership burdens may lead to
discarding the item, donating the item, or selling the item secondhand and prematurely [6].
This problem has been worsened by consumer manipulation of liberal return policies,
Copyright: © 2021 by the authors. where consumers buy and return a product shortly after use, and retailers have to bear
Licensee MDPI, Basel, Switzerland. additional cost [7].
This article is an open access article Therefore, renting apparel could be a viable solution to consumers who prefer the
distributed under the terms and latest trends without the ownership burden, because transactions are exchanges of items
conditions of the Creative Commons
as a service [6]. Apparel rental, also known as collaborative apparel consumption, has
Attribution (CC BY) license (https://
created an innovative business model called business-to-customer access consumption,
creativecommons.org/licenses/by/
which essentially provides consumers with the ability to focus on using the product
4.0/).
Sustainability 2021, 13, 8360. https://doi.org/10.3390/su13158360 https://www.mdpi.com/journal/sustainabilitySustainability 2021, 13, 8360 2 of 18
instead of ownership. It also helps extend the life of a product, offers products at a
reduced cost, provides access to luxury and aspirational brands, allows for more social
interaction, reduces pollution, and decreases overall production [6–9]. The idea of renting
apparel is not a vastly new concept, since men are accustomed to renting suits for formal
occasions. Rather, it’s the inclusion of other clothing types, such as women’s dresses and
daily wear, that gives the model a new venture [10]. Hence, the idea of renting goods
is becoming an alternative form of consumption, because it helps reduce waste, reduce
production, provides consumers with trendy fashion products at reduced prices, and
eliminates ownership burdens [11,12].
Among all generations, Generation Z (Gen Z) adult consumers (born between 1997
and 2002) lead the way in the sustainability movement, with 68% reported as eco-friendly
shoppers [13]. They are also emerging as the new driving force for retail growth [14].
Therefore, this study aimed to identify the factors significantly influencing the Gen Z
adult consumers’ intention to use apparel rental services. Specifically, the objectives of this
study were fourfold. First, building on the theory of planned behavior (TPB), a research
model for understanding consumers’ intention to use apparel rental services was proposed.
Attitude, subjective norms (SN), perceived behavioral control (PBC), perceived consumer
effectiveness (PCE), environmental knowledge (EK), past environmental behavior (PEB),
fashion leadership (FL), need for uniqueness (NFU), and materialism (M) were investigated
as predictors. Second, the psychometric properties of the proposed model were examined
through the primary consumer survey data gathered in the US. Third, the significant
factors that motivated the use of apparel rental services among Gen Z adult consumers
were statistically determined. Finally, this study provides some implications for apparel
retailers and brands for promoting apparel rental services to consumers.
2. Literature Review and Hypothesis Development
2.1. Collaborative Consumption
Alternative forms of product acquisition and consumption have been gaining pop-
ularity in the past decade. Since the publication of the book on the rise of collaborative
consumption published by Botsman and Rogers [15], “sharing economy” has become a
buzzword in media [16]. Sharing economy has been used interchangeably with collabora-
tive consumption [11,12], liquid consumption [17], and access-based consumption [18,19].
These concepts share many common features, like resource sharing, but are different
in terms of approaches, such as peer-to-peer, business-to-consumer, pure sharing, pure
exchange, etc.
The term “sharing economy” describes the phenomenon as peer-to-peer sharing
of access to underutilized resources, which focuses on utilization and accessibility over
ownership [20,21]. The sharing of resources is not a new concept, although, for a long
time, it was restricted to small social circles, such as family, relatives, and friends [22].
The advancement of information and communication technologies has enabled many new
forms to traditional sharing [23]. The emerging online peer-to-peer marketplaces enable
the sharing of underutilized resources, such as accommodation, tools, and rides among
strangers [22,24]. Companies like Uber, Lyft, and Airbnb are turning the sharing economy
into multi-billion-dollar businesses that have transformed how industries operate and how
people travel.
Liquid consumption is defined as “ephemeral, access based, and dematerialized,
while solid consumption is defined as enduring, ownership based, and material” [17].
The liquid consumption concept proposes a different logic of consumption, which moves
from accumulation, appropriation, and celebration associated with solidity (owning goods)
to those practices embodying use, access, immediacy, and dematerialization. The liquid
consumption concept helps us understand why and how consumers sometimes do not
want to possess products and value ownership less. Consumption value can be accrued
in ways unrelated to appropriation, but rather to the quick circulation of consumption
resources [17].Sustainability 2021, 13, 8360 3 of 18
Access-based consumption, often considered as a special form of sharing economy, is
defined as transactions that can be market-mediated, but where no transfer of ownership
takes place, and has become popular in recent years [18]. The trend of rentable fashion is
rapidly drawing wide attention in the industry, and is becoming an economically sound
and environmentally sustainable way of accessing and using fashion products for con-
sumers [25]. The fashion industry has been plagued by sustainability concerns due to its
detrimental impacts on the natural environment and social systems, and sharing apparel
instead of buying new items may address these challenges [26]. Apparel rental service is a
mixed form of consumption and consumption control that satisfies the individual’s desire
for consumption while providing the means to use their own resources at a minimum. The
common reasons for using apparel rental services are economy and sustainability [27]. The
recent CGS Survey [13] shows that apparel is one of the most popular products in rental
services, and consumers who used apparel rental services perceived themselves as positive
contributors to environmental protection.
2.2. The Theory of Planned Behavior (TPB)
TPB was originally proposed by Icek Ajzen in 1985. The theory focuses on an in-
dividual’s intention to perform a particular behavior, where intention is derived from
motivational factors, including attitudes towards behavior, subjective norms, and per-
ceived behavioral controls [28]. TPB is a flexible model with great potential to modify and
add additional factors, such as consumer lifestyle, knowledge, past behavior, personality,
etc., to enhance its explanatory power for certain behavioral intention [29]. Therefore, it has
become one of the most influential and widely used frameworks for predicting consumer
behavioral intention in many subjects and disciplines [30–32].
2.2.1. Attitude (AT)
Attitude is defined as the way individuals feel towards other people’s behavior, a
phenomenon, or objects, in which this evaluation can be either favorable or unfavorable [28].
In other words, attitude is the reason for accepting or rejecting someone or something, or
the degree in which someone finds something favorable or unfavorable when creating an
evaluation or appraisal of a particular behavior [31]. Thus, consumers who have strong,
positive, and valued beliefs toward something will foster a positive attitude toward the
behavior [19]. Positive attitudes are usually formed when someone believes that their
personal outcome will be positively favorable [18]. Zheng and Chi [29] found that there
was a positive relationship between attitude and purchase intention of environmentally
friendly apparel among US college students. Another study reported that young consumers
showed positive attitudes toward collaborative consumption based on perceived utilitarian
and hedonic values [33]. Chi et al. [1] discovered that US consumers’ attitudes positively
affect their intention to purchase slow fashion apparel. Thus, the following hypothesis
was proposed.
Hypothesis 1 (H1). Attitude towards apparel rental services positively affects Gen Z consumers’
intention to use apparel rental services.
2.2.2. Subjective Norms (SNs)
Subjective norms (SNs) refer to the belief that an important person or group of people
will approve and support a particular behavior, which drives an individual’s behavioral
intention and actual behavior [34,35]. In other words, the SN is determined by the perceived
social pressure from significant others for an individual to behave in a certain manner and
their motivation to comply with those people’s expectations [31,36]. Johnson et al. [37]
found that there was a significantly positive relationship between SNs and consumer
willingness to try apparel rental services. Tu and Hu [38] indicated that SNs could positively
affect consumer intention to use online apparel rental services. Chi et al. [1] demonstratedSustainability 2021, 13, 8360 4 of 18
that SNs played a significant role in influencing US college students to shop for slow
fashion apparel. Therefore, the following hypothesis was proposed.
Hypothesis 2 (H2). Subjective norms (SNs) positively affect Gen Z consumers’ intention to use
apparel rental services.
2.2.3. Perceived Behavioral Control (PBC)
Perceived behavioral control (PBC) refers to an individual’s perceived ease or difficulty
of performing a particular behavior [28]. PBC involves some involuntary control over one’s
behavior, such as a shortage of money and the degree of control over oneself. Therefore,
individuals with stronger self-control show stronger intentions to perform a particular
behavior [29]. For example, consumers’ PBC towards purchasing organic products was
found to positively influence their purchase intentions [39]. Harmari et al. [40] found
that PBC contributed significantly to the prediction of consumers’ intentions of adopting
apparel rental and swapping services. In a similar fashion, Tu and Hu [38] revealed
that PBC towards online apparel rental services had a positive influence on consumers’
intentions to try the services. Becker-Leifhold [41] stated that PBC could effectively predict
consumers’ intention to use online apparel rental services, but PBC towards apparel rental
services could be negatively affected by a lack of awareness, lack of accessibility, and lack of
IT structure [41]. Thus, the following hypothesis was proposed.
Hypothesis 3 (H3). Perceived behavioral control (PBC) positively affects Gen Z consumers’
intention to use apparel rental services.
2.3. Advancement of the TPB
Even though the TPB is based on the assumption that one’s intention to perform a
particular behavior is determined by attitude, subjective norms, and perceived behavioral
controls, there is increasing evidence to support the inclusion of new constructs to the TPB
that are specific to various domains not included in the original model [30,42]. The present
study included six additional constructs, which were perceived consumer effectiveness
(PCE), environmental knowledge (EK), past environmental behavior (PEB), fashion leader-
ship, need for uniqueness, and materialism, to better explore the determinants for Gen Z’s
intention to use apparel rental services. These constructs were identified to be significant
in affecting consumer environmentally friendly purchase intentions or behaviors.
2.3.1. Perceived Consumer Effectiveness (PCE)
Perceived consumer effectiveness (PCE) was first proposed by Kinnear et al. [43]
in order to study emerging environmentally conscious consumers [30]. PCE refers to the de-
gree to which consumers believe that their behaviors and consumption habits can help aid,
solve, or influence a problem or society [44,45]. PCE measures how individuals can be effec-
tive in pollution reduction, and contributes to the prediction of environmentally conscious
consumer behavior [29,46,47]. Tan and Lau [48] found that PCE significantly affected con-
sumers’ willingness to purchase environmentally friendly products. Zheng and Chi [29]
indicated that PCE was one of the most influential factors for college students to con-
sider purchasing environmentally friendly apparel. Similarly, Chi et al. [30] demonstrated
that PCE positively affected US consumers’ purchase intention towards sustainably made
cotton collegiate apparel. Prior studies have shown a significant relationship between a
consumer’s PCE level and his/her socially responsible behavior. Therefore, we proposed
the following hypothesis.
Hypothesis 4 (H4). Perceived consumer effectiveness (PCE) positively affects Gen Z consumers’
intention to use apparel rental services.Sustainability 2021, 13, 8360 5 of 18
2.3.2. Environmental Knowledge (EK)
Environmental knowledge (EK) refers to an individual’s awareness of environmental
issues and general knowledge of facts, concepts, and relationships concerning the natural
environment and its major ecosystems [49]. EK is composed of consumer education on
a particular topic and the understanding of a product’s sustainability and/or impact on
the environment [50], otherwise, a person cannot consciously care about environmental
issues or consciously act in an environmentally friendly way [51]. People with high-level
environmental knowledge are more likely to show positive attitudes toward environmen-
tally friendly policies and products [52]. Pratiwi et al. [53] stated that environmental
knowledge and green advertising had a positive and significant effect on the consumer’s
attitude and purchase intention toward green products. Chi et al. [1] revealed that a
consumer’s environmental knowledge positively affected his/her attitude towards slow
fashion products, which consequently resulted in purchase intention. Thus, we proposed
the following hypotheses.
Hypothesis 5 (H5). Environmental knowledge positively affects Gen Z consumers’ intention to
use apparel rental services.
Hypothesis 6 (H6). Attitude has a mediating effect between Gen Z consumers’ environmental
knowledge and their intention to use apparel rental services.
2.3.3. Past Environmental Behavior (PEB)
Environmental behavior is broadly defined as all types of behaviors that change
the availability of materials or energy from the natural environment, alter the structure
and dynamics of ecosystems, or alter biospheres [52]. Environmentalism refers to an
individual’s tendency to take protective action for the environment, which is shaped
by attitude-related factors, such as personal values, beliefs, and social norms [54]. An
individual’s behavioral intention often depends on his/her actions performed in the past,
some of which transform into habits [55]. Chi and Zheng [56] demonstrated that past
relevant behavior could effectively predicate future behavioral intention. Many previous
studies have also revealed that previous pro-environmental behaviors could help form
more pro-environmental attitudes, while those who seldomly participated in environmental
behaviors in the past showed less positive environmental attitudes [57]. Thus, the following
hypotheses were proposed.
Hypothesis 7 (H7). Past environmental behavior (PEB) positively affects Gen Z consumers’
intention to use apparel rental services.
Hypothesis 8 (H8). Attitude has a mediating effect between past environmental behavior (PEB)
and Gen Z consumers’ intention to use apparel rental services.
2.3.4. Fashion Leadership (FL)
Fashion leadership is a personal characteristic that refers to those individuals who
tend to purchase new products or services first [58]. They are the pioneer buyers willing to
take risks and obtain new things at their earliest release, making them a critical component
of new socially accepted styles [59]. They are at the beginning of the fashion life cycle,
during the first stage of a complete product’s life, when it is neither widely accepted nor
popular [60]. These consumers are essential because they influence and spread new fashion
trends to other consumers.
When examining fashion leadership behavior in the context of sustainability, these
individuals are especially important, because they promote new trends, even if only for
a short period of time, in oversaturated markets that encourage ownership additions or
replacement acquisitions [61]. Therefore, if a fashion leader is able to purchase and promote
a sustainable product, fashion followers are more likely to purchase the same sustainable
items, especially if they are conditioned to the short, seasonal, typical fashion cycles andSustainability 2021, 13, 8360 6 of 18
have high material consumption. Therefore, apparel rental services are beneficial for
fashion leaders because it allows them to obtain and wear the latest fashion trends without
ownership burdens. They also allow fashion leaders to reduce consumption and costs, and
increase their sustainability [58].
Fashion leadership is often paired with the need for uniqueness characteristic, both
of which are considered a personality of “openness” [58]. A person with a personality of
openness is curious, creative, untraditional, and imaginative, with broad interests. When
applied to purchasing apparel, consumers with a personality of openness are interested in
trying new experiences and are willing to take risks with new styles, brands, and items [62].
Therefore, the following hypotheses were proposed.
Hypothesis 9 (H9). Fashion leadership (FL) positively affects Gen Z consumers’ intention to use
apparel rental services.
Hypothesis 10 (H10). Attitude has a mediating effect between fashion leadership (FL) and Gen Z
consumers’ intention to use apparel rental services.
2.3.5. Need for Uniqueness (NFU)
The need for uniqueness (NFU) refers to consumers with purchasing behaviors that
are relatively different from others in terms of acquisition, utilization, and disposition
of consumer goods. According to Snyder and Fromkin [63], every consumer tries to
avoid both extreme dissimilarity and extreme similarity by creatively selecting apparel
to establish and communicate uniqueness [64,65]. Therefore, different buying behaviors
and apparel selections can help a person establish and enhance their personal identity [66].
Another way to communicate uniqueness is through product choices that maximize self-
image and personality [67]. While the fast fashion production model produces novel and
unique products at a fast pace, this causes consumers to increasingly desire more apparel
items and increase their consumption rates for apparel items used for shorter periods of
time [68].
Therefore, collaborative consumption is a good solution because it provides consumers
with updated fashion trends at a lower cost without ownership. The only possible risk for
fashion leaders is accidentally duplicating other consumer styles, such as a designer dress
at the same social gathering [58,69]. Based on these previous findings, NFU has proven to
be a positive influencing factor for sustainable consumption related to consumer behavior.
Thus, the following hypotheses was proposed.
Hypothesis 11 (H11). The need for uniqueness (NFU) positively affects Gen Z consumers’
intention to use apparel rental services.
Hypothesis 12 (H12). Attitude has a mediating effect between the need for uniqueness and Gen Z
consumers’ intention to use apparel rental services.
2.3.6. Materialism (M)
Materialism is generally considered a negative trait, referring to individuals who are
prone to excessive urges or cravings [62]. Consumers who are considered materialistic
tend to value the ownership of products more than anything else in their life. As a result,
materialism contributes to overconsumption, which has a negative effect on sustainable
consumption [58].
The problem with materialistic individuals and collaborative consumption models is
that they are at some point required to relinquish the items, which they may be hesitant
and unwilling to perform. These individuals may like the item’s style, value, and status
so much that they want to permanently own the item [33]. Temporary ownership also
poses other problems, such as not having enough time to form even a temporary extension
or expression of the self, fear of contamination from other users, and feeling like the object
belongs to no one. These problems may deter materialistic individuals from investingand unwilling to perform. These individuals may like the item’s style, value, and status
so much that they want to permanently own the item [33]. Temporary ownership also
poses other problems, such as not having enough time to form even a temporary extension
or expression of the self, fear of contamination from other users, and feeling like the object
Sustainability 2021, 13, 8360 belongs to no one. These problems may deter materialistic individuals from investing 7 of 18
en-
ergy into the apparel because they feel meaningless and useless [68]. Therefore, the fol-
lowing hypotheses were proposed.
energy into the apparel because they feel meaningless and useless [68]. Therefore, the
Hypothesis 13. Materialism
following hypotheses negatively influences Gen Z consumers’ intention to use apparel
were proposed.
rental services.
Hypothesis 13 (H13). Materialism negatively influences Gen Z consumers’ intention to use
Hypothesis
apparel rental14. Attitude has a mediating effect between materialism and Gen Z consumers’ in-
services.
tention to use apparel rental services.
Hypothesis 14 (H14). Attitude has a mediating effect between materialism and Gen Z consumers’
intention
3. to use apparel rental services.
Methodology
3.1. Proposed Research Model
3. Methodology
Based onResearch
3.1. Proposed the extensive
Model review of literature, a research model including all the pro-
posedBased
relationships (14 hypotheses)
on the extensive review of is literature,
illustratedain Figure model
research 1. Attitude (AT), all
including subjective
the pro-
norms (SNs), perceived behavioral control (PBC), perceived consumer
posed relationships (14 hypotheses) is illustrated in Figure 1. Attitude (AT), subjective effectiveness
(PCE),
norms environmental
(SNs), perceived knowledge
behavioral(EK),
controlpast environmental
(PBC), behavior (PEB),
perceived consumer fashion(PCE),
effectiveness lead-
ership (FL), need for uniqueness (NFU), and materialism (M) could positively
environmental knowledge (EK), past environmental behavior (PEB), fashion leadership affect Gen
Z consumers’
(FL), need for intention
uniqueness to (NFU),
use apparel rental services.
and materialism (M) In addition,
could attitude
positively could
affect Gen play a
Z con-
role as a mediating factor between environmental knowledge (EK), past environmental
sumers’ intention to use apparel rental services. In addition, attitude could play a role as a
behavior
mediating (PEB), fashion
factor between leadership (FL), need
environmental for uniqueness
knowledge (NFU),
(EK), past and materialism
environmental (M),
behavior
and
(PEB), fashion leadership (FL), need for uniqueness (NFU), and materialism (M), var-
US Gen Z consumers’ intention to use apparel rental services. The demographic and
iables,
US Genincluding age, income
Z consumers’ intention level, gender,
to use apparel and education
rental level,
services. Theare included as
demographic control
variables,
factors.
including age, income level, gender, and education level, are included as control factors.
Figure 1.
Figure Proposed Model
1. Proposed Model for
for Consumer
Consumer Intention
Intention to
to Use
Use Apparel
Apparel Rental
Rental Services.
3.2. Developed Survey Instrument
3.2. Developed Survey Instrument
The scales for attitude (AT), subjective norms (SNs), perceived behavioral control
The scales for attitude (AT), subjective norms (SNs), perceived behavioral control
(PBC), perceived consumer effectiveness (PCE), and use intention (UI) were adapted from
(PBC), perceived consumer effectiveness (PCE), and use intention (UI) were adapted from
Zheng and Chi [29]. The scale for past environmental behavior (PEB) was adapted from
Zheng and Chi [29]. The scale for past environmental behavior (PEB) was adapted from
Fraj and Martinez [70]. The scale for environmental knowledge (EK) was adapted from
Fraj and Martinez [70]. The scale for environmental knowledge (EK) was adapted from
Barbarossa and Pelsmacker [71]. The scales for fashion leadership (FL), need for uniqueness
(NFU), and materialism (M) were adapted from Lang and Armstrong [58]. A five-point
Likert scale (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree)
was applied for all adapted scales. Appendix A lists all of the constructs and their corre-
sponding measurement scales.Sustainability 2021, 13, 8360 8 of 18
3.3. Data Collection
The primary data were collected by a Qualtrics survey of US Gen Z adult consumers
on 18–24 March 2020. The professional survey website used was Amazon Mechanical Turk
(https://www.mturk.com) (accessed on 31 March 2020), which enabled us to reach a wide
range of eligible consumers. A total of 362 eligible responses were received. The profile of
survey respondents is presented in Table 1.
Table 1. Profile of the survey participants.
Percent Percent
Age Income
18 5% Under $5000 9%
19 5% $5000 to $9999 7%
20 12% $10,000 to $14,999 10%
21 17% $15,000 to $24,999 13%
22 26% $25,000 to $34,999 18%
23 35% $35,000 to $49,999 15%
Gender $50,000 to $74,999 17%
Male 63% $75,000 to $99,999 9%
Female 37% $100,000 and more 1%
Ethnicity Annual Apparel Expenditure
White/Caucasian 66% $0–$99 6%
Black/African
14% $100–$299 18%
American
Asian American/Pacific
6% $300–$499 23%
Islander
Latino/Hispanic 9% $500–$699 17%
Native American 4% $700–$899 12%
Others 1% $900–$1099 7%
Education $1100–$1499 8%
High school diploma 15% $1500–$1999 4%
Associate’s degree 23% $2000 and more 6%
Bachelor’s degree 46% Rented Apparel Previously
Master’s degree 16% Yes 55%
No 45%
Note: 362 total eligible responses.
Of the 362 respondents, 37% were female and 63% were male. The ages of the respon-
dents varied from 18 years old to 23 years old, mainly distributed (35%) in the range of
18 to 23 years old. Most of respondents had some college education, such as a bachelor’s de-
gree (46%), followed by an associate’s degree (23%), master’s degree (16%), and high school
(15%). In terms of ethnicity, a majority of the respondents were White/Caucasian at 66%,
followed by African American/Black at 14%, Latino/Hispanic at 9%, Asian American and
Pacific Islander at 6%, Native American at 4%, and others at 1%. The respondents’ reported
personal pre-tax annual income indicated 9% at $5000 or less to more than $100,000 at 1%.
The remaining reported incomes from $5000 to $9999 was at 7%, $10,000 to $14,999 at 10%,
$15,000 to $24,999 at 13%, $25,000 to $34,999 at 18%, $35,000 to $49,999 at 15%, $50,000 to $74,999
at 17%, and $75,000 to $99,999 at 9%.
With regard to annual total expenditure on apparel (12-month period prior to the
survey), 23% of the respondents indicated they spent between $300–$499, followed by
18% at $100–$299, 17% at $500–$699, 12% at $700–$899, 8% at $1100–$1499, 7% at $900–$1099,
both $0–$99 and $2000 or more at 6%, and 4% at $1500–$1999; 45% of the respondents said
that they had not rented apparel before, and 55% said that they had rented apparel previously.Sustainability 2021, 13, 8360 9 of 18
3.4. Statistical Analysis
The statistical assumptions, including normality, multicollinearity, and correlations,
were first examined. The skewness and kurtosis of a variable needed to fall in the range of
+3.0 to −3.0 to meet the normality assumption [72]. The variance/inflation factors (VIFs)
were examined to test multicollinearity among the predictor variables. The VIFs should
have been less than 5.0 to avoid a multicollinearity problem [73].
Since each construct was measured by multiple items, the average score of the multi-
items for a construct was computed and used in further analysis, such as correlation
analysis and multiple regression analysis [30,74–76]. Pearson correlation analysis was
applied to examine the relationship between the constructs [77].
Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were em-
ployed to test the constructs in the proposed model in terms of reliability, unidimensionality,
and construct validity, including both convergent validity and discriminant validity. For
factor analysis, the extraction criterion was set as an eigenvalue above 1.0. Items with low
factor loadings (less than 0.50) were dropped [78]. Unidimensionality, reliability, conver-
gent validity, and discriminant validity were tested for proving model adequacy. First,
unidimensionality was met when one underlying construct accounted for the variation
in examinee responses [79]. Second, Cronbach’s alpha and construct reliability were used
to measure scale reliability. Third, convergent validity was valid when average variance
extracted (AVE) scores for all constructs were above the desired threshold of 0.50 [80].
Fourth, comparing the AVE score to the squared correlation between the two constructs
of interest, the AVE should have been greater than the squared correlation in order to
demonstrate satisfactory discriminant validity [80].
Multiple regression was applied to predict the value of a variable based on the value
of two or more other variables [81]. Therefore, multiple regression analysis using SPSS 27
was selected as an appropriate method for this study to test the hypotheses.
3.5. Psychometric Properties of Investigated Constructs
Table 2 presents the correlations and properties of all constructs. All skewness and
kurtosis scores were between +2.0 and −2.0, which suggested that there were no violations
of the normality assumption. All VIF values were below 5.0, suggesting that there were no
multicollinearity issues among constructs. After exploratory factor analysis, the measure-
ment variables, labeled as PCE3, PEB1, PEB4, PEB7, and UI3, were dropped due to low
factor loading (see Appendix A). All the factor loadings of the remaining measurement
items to their respective constructs were high (0.7 and higher) and statistically significant,
while their loadings to other constructs were very low (0.3 and lower). This also showed
unidimensionality for the constructs. In addition, the chi-squared tests of all constructs
were insignificant, which established the evidence for unidimensionality. Cronbach’s al-
phas of all constructs were greater than 0.70, indicating that reliability was rigorously met.
The AVE scores for all constructs were above the desired threshold of 0.50, suggesting con-
vergent validity. All AVE scores were greater than the squared corresponding correlations,
which demonstrated satisfactory discriminant validity.
3.6. Hypothesis Testing Results and Discussions
Once the adequacies of all constructs were demonstrated, the proposed hypotheses
were tested using the multiple regression technique. A single score was obtained for
each construct by averaging across the measurement items. Table 3 presents the results
of hypothesis testing. Among 14 hypotheses, eight of them (H1, 2, 4, 6, 7, 9, 10, and 12)
were statically significant at a p < 0.05 level, and H3, 5, 8, 11, 13, and 14 were insignificant.
The effects of demographic variables (i.e., age, gender, education level, and income level)
on Gen Z consumers’ intention to use apparel rental services were all insignificant at a
p < 0.05 level.Sustainability 2021, 13, 8360 10 of 18
Table 2. Correlations and psychometric properties of all constructs.
AT SN PBC PCE PEB EK FL NFU M UI
AT 1 0.695 ** 0.347 ** 0.534 ** 0.448 ** 0.503 ** 0.534 ** 0.459 ** 0.388 ** 0.643 **
SN 0.483 1 0.258 ** 0.470 ** 0.542 ** 0.513 ** 0.651 ** 0.501 ** 0.535 ** 0.651 **
PBC 0.120 0.067 1 0.424 ** 0.142 ** 0.322 ** 0.283 ** 0.313 ** 0.248 ** 0.288 **
PCE 0.285 0.221 0.180 1 0.338 ** 0.520 ** 0.522 ** 0.511 ** 0.375 ** 0.542 **
PEB 0.201 0.294 0.020 0.114 1 0.559 ** 0.584 ** 0.376 ** 0.544 ** 0.546 **
EK 0.253 0.263 0.104 0.270 0.312 1 0.549 ** 0.439 ** 0.462 ** 0.526 **
FL 0.285 0.404 0.080 0.272 0.341 0.301 1 0.580 ** 0.606 ** 0.620 **
NFU 0.211 0.251 0.098 0.261 0.141 0.193 0.336 1 0.499 ** 0.447 **
M 0.151 0.286 0.062 0.141 0.296 0.194 0.367 0.249 1 0.494 **
UI 0.413 0.424 0.083 0.294 0.298 0.277 0.384 0.200 0.244 1
Mean 3.6 3.4 3.9 3.9 3.3 3.9 3.4 3.7 3.5 3.6
S.D. 1.0 0.9 0.8 1.0 1.1 0.8 1.1 0.9 1.0 1.0
VIF 2.34 2.71 1.30 1.89 2.03 1.93 2.57 1.81 1.94 -
Cronbach’s alpha 0.835 0.803 0.796 0.784 0.841 0.862 0.869 0.842 0.911 0.796
Construct reliability 0.901 0.884 0.822 0.859 0.830 0.867 0.911 0.868 0.934 0.821
AVE 0.752 0.717 0.606 0.753 0.621 0.619 0.719 0.615 0.738 0.697
χ2 test p value 0.166 0.105 0.173 0.144 0.082 0.158 0.188 0.085 0.264 0.103
Note: the italic numbers are the squared corresponding correlations. ** Correlation is significant at the 0.01 level (two-tailed). UI = use
intention; AT = attitude; SN = subjective norms; PBC = perceived behavioral control; PCE = perceived consumer effectiveness; PEB = past
environmental behavior; EK = environmental knowledge; FL = fashion leadership; NFU = need for uniqueness; M = materialism.
Table 3. Results of hypothesis testing.
Sig. at Control Sig. at Total Sig. at
Hyp. DV IDV Std. Coef. (β) t-Value Std. Coef. (β) t-Value
p < 0.05 Variable p < 0.05 R2 p < 0.05
UI Cont. 0.713 0.477 Age 0.012 0.325 0.745
H1 Y AT 0.267 5.033 0.000 Gender 0.039 1.078 0.282Sustainability 2021, 13, 8360 11 of 18
more apparel. This finding corroborates the previous studies that reported PCE as one of
the most influential predictors for consumers’ eco-friendly purchase intentions [29,30,44].
Environmental knowledge (EK) did not significantly affect Gen Z consumers’ intent
to use apparel rental services (β = 0.037, t = 0.779), but positively influenced their attitude
toward apparel rental services (β = 0.234, t = 4.364). Therefore, H5 was not supported,
but H6 was supported. This indicated that environmental knowledge (EK) influences
Gen Z consumers’ intent to use apparel rental services through changing their attitude. The
finding of the indirect impact of environmental knowledge on behavioral intention probes
prior arguments that attitude plays a mediating role between environmental knowledge
(EK) and consumer green consumption behavior [30,56,71,82].
Past environmental behavior (PEB) had a direct and significant impact on Gen Z
consumers’ intent to use apparel rental services (β = 0.143, t = 2.898), while its impact on
attitude was insignificant (β = 0.096, t = 1.671). Thus, H7 was supported, but H8 was not
supported. This finding of the direct impact of past environmental behavior on consumer
green consumption behavior is aligned with previous studies [29,56,82].
Fashion leadership (FL) significantly affected both Gen Z consumers’ attitude toward
and intention to use apparel rental services (β = 0.158, t = 2.853; β = 0.237, t = 3.810),
supporting both H9 and H10. A major challenge facing sustainable apparel consumption
is the fact that a great amount of apparel is treated as disposable fashion, with a very short
life cycle [83]. Through renting, fashion leaders can gain access to new, trendy products
earlier than others without the burden of ownership.
The need for uniqueness (NFU) did not significantly affect Gen Z consumers’ intention
to use apparel rental services (β = 0.029, t = 0.615), but positively influenced their attitude
toward apparel rental services (β = 0.153, t = 2.867). Therefore, H11 was not supported, but
H12 was supported. Attitude played a mediating role between the need for uniqueness
(NFU) and Gen Z consumers’ intention to use apparel rental services. Gen Z consumers
who pursue differentness relative to others realize that renting provides more opportunities
for keeping up with fashion trends at an affordable cost. However, prior studies indicated
that some consumers are concerned about wearing the same dress to a social gathering [69].
This could decrease some Gen Z consumers’ willingness to use apparel rental services.
Materialism (M) did not significantly affect Gen Z consumers’ attitude toward or
intention to use apparel rental services (β = 0.050, t = 1.032; β = 0.011, t = 0.189), although
there were negative relationships between them. Thus, H13 and H14 were not supported.
Although renting services provide consumers with new, trendy apparel or formal dress
that might be attractive to consumers who are fashion leaders or who look for quality but
affordable dress for certain occasions, the downside for some is that they would have to
relinquish ownership of these products [58].
3.7. Identified Relationships
Figure 2 illustrates the identified relationships in the proposed concept model. Atti-
tude (AT), subject norms (SN), perceived consumer effectiveness (PCE), past environmental
behavior (PEB), and fashion leadership (FL) significantly affected US Gen Z consumers’
intention to use apparel rental services. There were no significant differences between ages,
genders, education levels, and income levels in regard to their intention to use apparel
rental services. Environmental knowledge (EK), fashion leadership (FL), and need for
uniqueness (NFU) positively shaped Gen Z consumers’ attitudes toward use of apparel
rental services. Compared to male consumers, female consumers showed more positive at-
titudes toward use of apparel rental services. The proposed research model exhibited good
explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ intention
to use apparel rental services. Gen Z consumers’ attitudes toward apparel rental services
were also well-predicted by the investigated constructs, collectively accounting for 40.2%
of the variance.parel rental services. Compared to male consumers, female consumers showed more pos-
itive attitudes toward use of apparel rental services. The proposed research model exhib-
ited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’
intention to use apparel rental services. Gen Z consumers’ attitudes toward apparel rental
Sustainability 2021, 13, 8360 12 of 18
services were also well-predicted by the investigated constructs, collectively accounting
for 40.2% of the variance.
Figure
Figure2.
2.Identified
IdentifiedRelationships
Relationships in
inthe
the Proposed
Proposed Model.
Model. **means
means ppSustainability 2021, 13, 8360 13 of 18
cause in the apparel industry directly influenced Gen Z’s apparel renting intention. Fur-
thermore, the extent to which Gen Z participants perceive their lifestyles and values for
fashion leadership and uniqueness can influence apparel renting intention as to contribute
to collaborative consumption of apparel rather than purchasing and owning them.
5. Implications
This study imparts some useful implications for the fashion industry that can be
utilized by apparel retailers and brands. It was found that the largest percentage of Gen Z
participants were spending $300–$499 on apparel annually. This makes sense, seeing as
most of these participants are either still living at home with their parents or still in college,
and thus, their disposable incomes are expected to be relatively small. Some of them are
employed, but the unstable economy and the COVID-19 epidemic is likely to create some
financial burdens and economic changes that will heavily impact their spending in the
future. The price of college degrees, housing, rent, and other necessary commodities were
already becoming increasingly expensive, but now Gen Z must prepare for an entirely new
economy to emerge after the pandemic. There are many business sectors likely to struggle
or fail, especially in the apparel sector, while new ones are being created and grow. The
mandated social distancing and reduced room capacity have largely inhibited physical
store shopping. However, this may not be too much of an issue for Gen Z consumers,
since Gen Z consumers were already primarily online shoppers and had more free time to
spend browsing online. The downside is that they will possibly have even less economic
opportunities, which may decrease their disposable income. There may also be fewer
reasons and opportunities for them to explore fashion, such as fewer social events and
more social distancing restrictions. Gen Z is often known for being a very experimental
group when it comes to fashion, using music festivals, concerts, parties, and social media
as platforms for experimental self-expression [84]. As a result, firms looking to implement
collaborative consumption models should incorporate a wide variety of apparel at different
price points to cater to different consumer financial brackets, as well as advertise the
financial and experimental benefits of renting apparel versus buying the same products at
a higher price and then having to deal with ownership.
This study revealed that attitude, subject norms, perceived consumer effectiveness,
past environmental behavior, and fashion leadership impose positive and significant
impacts on Gen Z consumers’ intention to use apparel rental services. These findings
suggest that Gen Z consumers are more likely to use apparel rental services when their
family and friends have positive perceptions about the services. In addition, they feel
positively towards apparel rental services when they are educated on the sustainable
benefits of using these services, perceive their contribution to environmental protection, and
feel that it can satisfy their desire to try something new, be ahead of trends, and be unique.
For apparel firms, this indicates that their advertising and promotions should include
environmental benefits and knowledge, samples of their wide style variety, highlights and
advantages about how they are different from competitors, and how they can satisfy a
wide variety of consumer styles and the need for novelty and uniqueness.
Attitude plays a vital role in Gen Z’s willingness to use apparel rental services. Envi-
ronmental knowledge, fashion leadership, and the need for uniqueness help form positive
Gen Z consumer attitudes towards use of apparel rental services. Apparel firms should
make sure their marketing strategies help cultivate positive consumer attitudes toward
rental services by utilizing social media websites and applications that are popular among
Gen Z, using visually appealing graphics and videos. Apparel rental companies could also
produce some exclusive unique and fashionable styles that consumers could not rent or
purchase from any other retailers.Sustainability 2021, 13, 8360 14 of 18
6. Limitations and Future Studies
There are some limitations in this study, which provide opportunities for future re-
search. First, the study was limited to Gen Z consumers in the US. Due to cultural and
regional differences, as well as different interpretations of collaborative consumption and
sustainability, the conclusion cannot be simply generalized to other countries or regions.
Therefore, future studies could examine Gen Z’s perceptions towards collaborative con-
sumption in other countries, or conduct cross-cultural studies to examine Gen Z’s behaviors
globally. Second, this study focused on the thoughts and perceptions of only Gen Z con-
sumers, which excluded millennials and older generations. Future studies could conduct
cross-generational research to examine the similarities and differences among all the gener-
ations towards collaborative consumption. Third, 63% of the study participants were male,
which is an interesting result, considering that females are normally more associated with
being interested in fashion. Males in general are becoming more interested in fashion and
unisex styles, but have not been given adequate attention in the current literature. Future
studies could focus on the role and impact of male consumers on sustainable apparel con-
sumption. Finally, this research was conducted in the middle of the COVID-19 pandemic.
Therefore, people’s perceptions of collaborative consumption may have been altered. For
example, preliminary data has revealed that COVID-19 can live on object surfaces for a
few days, including on clothing, and therefore, people may become more reluctant to rent
apparel due to the risk of infection. In addition, the outbreak of the virus is likely to create
an economic downturn, which has already been negatively impacting consumer sentiment.
People are likely to face reduced income, job loss, increasing debt, and a struggle to find
careers, which in turn could negatively reduce or eliminate disposable income previously
used for purchases like clothing. The future may also be less social, meaning that many
companies may switch to operating entirely online through digital means, even after the
pandemic. Eliminating social events may result in less demand for special occasion outfits
that rental services are special in providing. This requires more following studies.
Author Contributions: Conceptualization: L.M., Y.-T.W. and T.C.; Methodology: L.M., Y.-T.W. and
T.C.; Writing—original draft preparation: L.M. and Y.-T.W.; Writing—review, revision & editing: L.M.
and T.C.; Funding acquisition: T.C. All authors have read and agreed to the published version of
the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: This study was approved by the Institutional Review Board
of Washington State University (IRB No. 18199).
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: The data presented in this study are available on request from the
corresponding author. The data are not publicly available due to privacy restriction.
Conflicts of Interest: The authors declare no conflict of interest.
Appendix A
Table 1. Constructs and corresponding measurement items.
Construct Measurement Items Source
AT1: I like the idea of renting apparel. (0.873)
AT2: Renting apparel is a good idea. (0.857)
Attitude (AT) Zheng and Chi [29]
AT3: I have a favorable attitude towards apparel rental
services. (0.872)
SN1: Close friends and family think it is a good idea for me
to use apparel rental services. (0.847)
SN2: The people who I listen to could influence me to use
Subjective Norms (SN) Zheng and Chi [29]
apparel rental services. (0.837)
SN3: Important people in my life want me to use apparel
rental services. (0.857)Sustainability 2021, 13, 8360 15 of 18
Table 1. Cont.
PBC1: Using apparel rental services is entirely within my
control. (0.751)
PBC2: I had the resources and ability to use apparel rental
Perceived Behavioral Control (PBC) Zheng and Chi [29]
services. (0.803)
PBC3: I have complete control over how often to use
apparel rental services. (0.781)
PCE1: By renting apparel, every consumer can have a
positive effect on the environment. (0.864)
PCE2: Every person has the power to influence
Perceived Consumer Effectiveness
environmental problems by renting apparel. (0.872) Zheng and Chi [29]
(PCE)
PCE3: It does not matter for protecting environment
whether I rent apparel or not since one person’s act cannot
make a difference. * (Dropped due to low factor loading)
EK1: I think of myself as someone who has environmental
knowledge. (0.767)
EK2: I know renting apparel is good for the environment. Barbarossa and
Environmental Knowledge (EK)
(0.844) Pelsmacker [71]
EK3: I have taken a class or have been informed on apparel
sustainability issues. (0.749)
PEB1: I guess I’ve never actually bought a product because
it had a lower polluting effect. * (Dropped due to low factor
loading)
PEB2: I keep track of my congressman and senator’s voting
records on environment issues. (0.781)
PEB3: I have contacted a community agency to find out
what I can do about pollution. (0.801)
PEB4: I make a special effort to buy products in recyclable
containers. (Dropped due to low factor loading)
Past Environmental Behavior (PEB) PEB5: I have attended a meeting of an organization Fraj and Martinez [70]
specifically concerned with bettering the environment.
(0.788)
PEB6: I have switched products for ecological reasons.
(0.772)
PEB7: I have never joined a clean-up drive. * (Dropped due
to low factor loading)
PEB8: I have never attended a meeting related to ecology. *
(0.828)
PEB9: I subscribe to ecological publications. (0.778)
FL1: I am aware of fashion trends and want to be one of the
first to try them. (0.821)
FL2: I am the first to try new fashion; therefore, many
Fashion Leadership (FL) people regard me as being a fashion leader. (0.840) Lang and Armstrong [58]
FL3: It is important for me to be a fashion leader. (0.874)
FL4: I am usually the first to know the latest fashion trends.
(0.855)
NFU1: I often look for one-of-a-kind products or brands so
that I create a style that is all my own. (0.804)
NFU2: Often when buying product, an important goal is to
find something that communicates my uniqueness. (0.806)
NFU3: I often combine possessions in such a way that I
Need for Uniqueness (NFU) create a personal image for myself that cannot be duplicated. Lang and Armstrong [58]
(0.772)
NFU4: I often try to find a more interesting version of
ordinary products because I enjoy being original. (0.728)
NFU5: I often look for new products or brands that will add
to my personal uniqueness. (0.807)Sustainability 2021, 13, 8360 16 of 18
Table 1. Cont.
M1: I admire people who own expensive homes, cars, and
apparel. (0.863)
M2: Some of the most important achievements in life
include acquiring material possession. (0.824)
Materialism (M) Lang and Armstrong [58]
M3: The things I own say a lot about how well I’m doing in
life. (0.907)
M4: I like to own things that impress people. (0.872)
M5: I like a lot of luxury in my life. (0.826)
UI1: I intend to use apparel rental services. (0.845)
UI2: I will try to rent apparel instead of buying apparel.
Use Intention (UI) (0.824) Zheng and Chi [29]
UI3: I will make an effort to reduce apparel consumption in
the future. (Dropped due to low factor loading)
Note: *: Reversed measures.
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